Similarly, each Congress also makes its own rules and the rules from the previous Congress do not automatically pass over to the next Congress. However, since a majority of each house of Congress has to vote to adopt rules at the beginning of each new Congress, as a practical matter the bulk of the rules get re-adopted with whatever minor changes that a majority of each house vote to make.
It is basically the same thing with the GOP Convention Rules, except that Trump and Cruz combined will control nearly all of the delegate votes. Neither Trump's nor Cruz's delegates will have any reason to vote to change Rule 40 to make any of the failed candidates or non-candidates eligible for nomination, since that would only make it possible for one of the failed candidates or non-candidates to take the nomination away. So the same GOP Convention Rules should be adopted, with whatever minor changes that Trump's delegates and Cruz's delegates vote to make.
It is certainly possible that either Trump's delegates or Cruz's delegates will team up with all of the failed candidates' delegates to push through other rule changes that the other does not want, but I just don't see any reason either Trump's or Cruz's delegates would have any reason to want to expand the eligible candidate list.